Issue link: https://read.uberflip.com/i/1132951
Change Agents Playbook | Page 3 Table of Contents Introduction: From Inspiration to Execution ..................................................................... 4 Phase 1: THE IMPERATIVE >> Revenue Growth................................................................ 5 STEP 1: Examine your business imperatives ..................................................................................... 6 STEP 2: Align your Marketing Initiatives .............................................................................................. 8 STEP 3: Conduct a self-assessment .................................................................................................. 10 STEP 4: Engage the Executive Leadership ..................................................................................... 12 Phase 2: THE MINDSET >> Digital Transformation .........................................................14 Step 1: Appoint your second-in-command ...................................................................................... 15 Step 2: Get organizational buy-in ......................................................................................................... 15 Step 3: Evaluate the organization's customer-centrism ............................................................ 17 Step 4: Assess the technology landscape....................................................................................... 17 Step 5: Host a kick-off meeting .............................................................................................................. 19 Phase 3: THE FUEL >> Data Model ..................................................................................... 21 Step 1: Create your data dictionary .................................................................................................... 23 Step 2: Create your data architecture ............................................................................................... 26 Step 3: Create a governance structure ............................................................................................ 29 Step 4: Designing your data systems to deliver tangible value (data analytics) ............30 Phase 4: THE BLUEPRINT >> Summarize the Strategy .................................................. 31 Step 1: Appoint a working group .......................................................................................................... 32 Step 2: Develop a funding plan ............................................................................................................. 34 Step 3: Design your stack ....................................................................................................................... 34 Step 4: Establish proof of concept...................................................................................................... 36 Step 5: Draft an executive report ......................................................................................................... 36 Step 6: Appoint a champion ................................................................................................................... 37 Building Your Customer Engagement Value Model ....................................................... 38